Nakeisha Lewis

Associate Professor, Marketing

(651) 962-4077

Minneapolis Campus
1000 LaSalle Ave
Terrence Murphy Hall 470 I
Minneapolis, MN 55403

B.S., Business Administration - Marketing, University of Missouri-Columbia
M.A., Journalism, Advertising, University of Missouri-Columbia
Ph.D., Advertising, University of Texas at Austin

See publications in UST Research Online

Nakeisha S.(Ferguson) Lewis joined the Opus College of Business faculty in 2009. She received her Ph.D. in advertising from University of Texas at Austin in 2008. Her educational qualifications also include a B.S. in marketing and a M.A. in strategic communication, which she earned at the University of Missouri-Columbia. Lewis has a passion for teaching and works diligently to develop her zeal into an enjoyable yet educational classroom experience she describes as "edutainment". Her primary research interest focuses on the intersection of popular culture and marketing communication with an emphasis on urban and multicultural markets. Her recent research examines topics such as consumer responses and ethical perceptions of multicultural marketing communications and brand placements in popular music. She has presented her findings at numerous conferences around the world and her research can be found in the Journal of Advertising Journal of Business Research, Journal of Public Policy, and Journal of Research for Consumers and Social Business. Lewis has received numerous awards for her commitment to multicultural student achievement, community involvement and academic research on the intersection of popular culture and branding. Some of these honors include: American Marketing Association Foundation Valuing Diversity Award, Advertising Educational Foundation Visiting Scholar at BBDO NY, Multicultural Student Services Outstanding Faculty Commitment Award and the Witherspoon Research Award. She serves as the vice president of the Marketing Ethnic Faculty Association and is also a member of the board of directors for the Marcus Graham Project, a program designed to identify, expose, mentor and train ethnically diverse men and women in all aspects of the media industry, including advertising, entertainment and marketing. Her professional activities in recent years have included projects with various small businesses and nonprofits around the world.

Fall 2018 Courses
Fall 2018 Courses
Crs - Sec Title Days Time Location
J-Term 2019 Courses
J-Term 2019 Courses
Crs - Sec Title Days Time Location
Spring 2019 Courses
Spring 2019 Courses
Crs - Sec Title Days Time Location
MKTG 671 - 201 Advertising Strategy & Mgmt - - - R - - - 1800 - 2100 SCH 315
Description of course Advertising Strategy & Mgmt : CRN: 22186 3 Credit Hours
The course will emphasize the development of an advertising plan and message strategy as part of the overall marketing effort, including the development of creative and media planning. Students will apply principles to actual practice in class projects. Guest speakers supplement text content with actual cases. Prerequisite: MKTG 600 or MKTG 625
Schedule Details
Location Time Day(s)
Academic and Professional Positions
  • Marketing Director, The Rock Church, (2006 - present)
  • Associate Professor, University of St. Thomas, Saint Paul / Minneapolis (2015 - present)
  • Assistant Professor, University of St. Thomas, St. Paul / Minneapolis (2009 - 2015)
  • Visiting Assistant Professor, University of Texas - San Antonio, San Antonio (2008 - 2009)
  • Instructor, Houston-Tillotson University - School of Business & Technology, Austin (2007 - 2008)
  • Public Relations Information Specialist, Missouri Protection & Advocacy Services, Columbia (2003 - 2005)
  • Marketing Consultant, Leswood Ministries, Inc, Houston (1998 - 2005)
  • Co-Instructor, University of Missouri-Columbia, Columbia (2002 - 2002)

Professional Memberships
  • AMA - American Marketing Association
  • MEFA - Marketing Ethnic Faculty Association
  • MMA - Marketing Management Association

Professional Service
  • Journal of Business Research, Reviewer
  • Journal of Public Policy and Marketing, Reviewer
  • Marketing Communications Special Interest Group,

Public Service
  • Billingsly School of Music and Arts, Board Member
  • Marcus Graham Project, Board Member
  • Minnesota State Baptist Convention, Other
  • Sigma Gamma Rho Sorority, Inc., Officer, President/Elect/Past

  • Ferguson Lewis, N. S., & Burkhalter, J. (forthcoming). Yo DJ, that's my brand: An examination of consumer response to brand placements in hip-hop music. Journal of Advertising, (44)(1), pp. 47-57
  • Demangeot, C., Adkins, N. R., Broderick, A. J., Zuniga, M., Mueller, R. D., Henderson, G. R., Ferguson Lewis, N. S., Mandiberg, J. M., Roy, A., Johnson, G., Kipnis, E., & Pullig, C. (2013). Toward intercultural competency in multicultural marketplaces. Journal of Public Policy and Marketing, (32), pp. 156-164
  • Kipnis, E., Broderick, A. J., Demangeot, C., Ross Adkins, N., Ferguson Lewis, N. S., Henderson, G., Johnson, G., Mandiberg, J. M., Dentiste Muller, R., Pullig, C., Roy, A., & Zuniga, M. A. (2013). Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being. Journal of Business Research, (66)(8), pp. 1186-1194
  • Adkins, N. R., Ferguson Lewis, N. S., Henderson, G. R., Johnson, G., Mandiberg, J., Mueller, R. D., Pulllig, C., Roy, A., Zuniga, M., Kipnis, E., Demangeot, C., & Broderick, A. J. (2011). No harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda. Social Business, An Interdisciplinary Journal, (1)(3),
  • Broderick, A., Demangeot, C., Ross Adkins, N., Ferguson Lewis, N. S., Henderson, G., Johnson, G., Kipnis, E., Mandiberg, J. M., Dentiste Mueller, R., Pullig, C., Roy, A., & Zuniga, M. A. (2011). Consumer empowerment in multicultural marketplaces: Navigating multicultural identities to reduce consumer vulnerability. Journal of Research for Consumers, (19),
  • Williams, J. D., Qualls, W., & Ferguson Lewis, N. S. (2007). Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications. (20), pp. 87-110

Books and Chapters

Research Interests
  • Advertising
  • Gender and Diversity Issues
  • Marketing
  • Popular Culture and Branding

  • "Twitter tasks: Using twitter in the classroom" Marketing Management Association Educators' Conference, San Juan, Puerto Rico, September 01, 2015
  • "A muse me: An exploratory study on music and marketing influences on positive deviant Indian immigrants" AMA- American Marketing Association Summer Educators Conference, Boston, MA, August 01, 2013
  • "Mic check: Can you hear my "Pelo Mi" (Melody)?" AMA- American Marketing Association Winter Educators Conference, Las Vegas, Nevada, February 01, 2013
  • "Is social media taking over marketing communications? A discussion of future research opportunities" AMA - American Marketing Association Summer Educators Conference, San Francisco, CA, August 01, 2011
  • "Birds of a feather consume sports together: The role of emotion, family, and national identity in sports fan communities" Global Brand Conference, London, England, April 01, 2011
  • "Nontraditional marketing communications: e-WOM, ethics, communities, and social good" AMA - American Marketing Association Winter Educators' Conference, Austin, TX, February 01, 2011
  • "I'll have what Jay-Z is having: Hip-hop consumer responses to brand mentions in hip-hop music" Association of Consumer Research Asia-Pacific Conference, Hyderabad, India, January 01, 2009
  • "Myspace or yours: An exploratory study of black young adult online behavior and perceptions of targeted online media" AMA - American Marketing Association Summer Educators' Conference, San Diego, California, August 01, 2008
  • "Nos somos familia: The emotional and familial foundations of sports brand communities" Latin America Association for Consumer Research Conference, Sao Paulo, Brazil, July 01, 2008
  • "You complete me: Relationships consumers have with sports teams and players" AMA - American Marketing Association Winter Educators' Conference, Austin, Texas, February 01, 2008
  • "Bling-bling brand placement: A collision of hip-hop culture and marketing" Academy of Marketing Science Cultural Perspectives Conference, New Orleans, Louisiana, January 01, 2008
  • "Michael Vick, David Beckham, and me: The perceived sports relationships of the global consumer segment of sports fans" Cross-Cultural Research Conference, Honolulu, Hawaii, December 01, 2007
  • "Black vs brown: Competitiveness or distinctiveness" Advertising and Consumer Psychology Conference, Santa Monica, California, June 01, 2007
  • "Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications" Product and Market Development for Subsistence Marketplaces: Consumption & Entrepreneurship Across Literacy & Resource Barriers, Chicago, Illinois, August 01, 2006